James Mitchell, the creative force behind Kayu Studio, has transformed his surfer lifestyle into a business based on Indonesian craftsmanship.
Carving waves is what initially led James Mitchell to Bali 10 years ago. Now, however, he’s carving out a reputation for importing furniture that combines Indonesian craftsmanship with the sleek minimalism of Scandinavian design.
The idea for his Tauranga-based business, Kayu Studio, was ignited in the middle of the Covid pandemic, when James was stuck in a hotel. “I’d been renovating houses in Bali and sourcing furniture,” he recalls, “and I thought, ‘Why not bring some back to New Zealand?’ At first, we brought in typical Balinese pieces, but I knew there was more out there, so I ventured into Java, where the real craftsmanship thrives.”
Java, James elaborates, soon became the heart of Kayu’s operations. The region’s renowned factories and artisans offered a treasure trove of beautifully crafted furniture. James’s strategy was clear: ensure the highest quality control before shipping products to New Zealand.
“We set up a warehouse with a dedicated team for quality control, packing and admin. Everything is thoroughly checked before it’s shipped, minimising the need for post-arrival adjustments.”
‘Kayu’ means wood in Indonesian, explains James. “It’s a simple, easy-to-remember name that reflects our primary material and ethos.” This branding is just one aspect of the company’s identity, meticulously shaped with the help of creative director, Ben Parry, who manages everything from digital assets to marketing strategies.
Kayu’s product range is an elegant mix of custom-designed pieces and curated selections from Indonesian artisans. “About half of our items are our own designs,” James notes. “We also modify traditional pieces to suit modern tastes, such as our Nala stool or the Casa chair. It’s about balancing innovation with a classic appeal.” James is keenly aware of the need to tailor products to New Zealand’s design sensibilities. “We’ve learned pieces suited to lush, tropical aesthetics don’t always translate well. It’s important to visualise how a piece will look in a New Zealand home.”
This keen understanding of market needs has positioned Kayu as a favourite among new homeowners and design professionals alike. “We’re not high-end but we’re not low-end either,” James says. This approach has seen significant success with products such as their reclaimed teak benches and distinctive pendant lights, which have become bestsellers.
Kayu’s retail presence is strategically balanced between physical and online spaces, James explains. “People like to see and touch furniture before they buy, so our physical stores are crucial. But online visibility is equally important.” Beyond the business, James’s lifestyle is a blend of work and leisure. He travels between his hometown of Tauranga, the base in Java and the home he shares with his Danish partner in Bali’s Canggu – a picturesque locale renowned for its surf-friendly beaches.
James embodies a laidback yet industrious spirit, who still manages to surf whenever he can.
ON MY RADAR...
Rio De Janeiro’s Oscar Niemeyer NiterÓi Contemporary Art Museum This building
inspires you to have the courage to push boundaries and think outside the box. It’s so
different and unique.
The Hunting Chair by Børge Mogensen
It embodies everything I admire about Scandinavian design – it’s timeless and just
gets better with age.
All for a Few Perfect Waves by David Rensin
Set in Malibu during the 50s and 60s, this book documents the life of surfing legend Miki Dora.
Surfing has been a lifelong passion of mine, so I always find myself reading stories that capture
the essence of that lifestyle.